LVMH announced its sponsorship last July at a ceremony attended by Antoine Arnault (far left) and his father Bernard (third from left) (JULIEN DE ROSA)

From the podium to athletes' wardrobes, French luxury goods giant LVMH is planning to put high-end Gallic chic at the heart of the Paris Olympics, underlining how sport has become a promotional platform for even the most exclusive brands.

Parisian luxury jewellery house Chaumet, one of LVMH's lesser-known properties, was thrust into the public limelight on Thursday when its design for the medals for the July 26-August 11 extravaganza was unveiled.